Abstract
Tourism narratives play an increasingly significant role in shaping destination image. However, there is limited understanding of how stakeholders coordinate to create coherent narratives, an issue that is especially challenging in a sector characterized by a diverse and fragmented landscape of SMEs, like agritourism. This research aims to fill this gap through a qualitative content analysis of selected agritourism Instagram accounts to examine how agritourism narratives in South-Tyrol (Italy) are constructed. Preliminary findings suggest that agritourism narratives prominently feature rural and unique elements, including farm work, nature, animals, and heritage. These are often framed within the seasonal rhythms that are central to agricultural life. This research contributes to the literature on agritourism narratives, destination image, and the role of narratives in tourism by highlighting how narrative coherence is negotiated in a fragmented sector.